Project Dates

Start: 2020

The Story

Plastic packaging has two major problems: fossil fuel reliance and single-use mindset. Woola’s co-founders Anna-Liisa and Jevgeni were running an online ecommerce store when they felt the packaging problem first-hand. It was around this time that Anna-Liisa read an article by Katrin Kabun, a textile designer and sheep wool expert. The piece touted the durability, versatility, and overabundant supply of wool – about 200,000 tonnes of coarse wool goes unused in the EU every year. That’s enough to cover the world’s bubble wrap needs 120%. Not much later, the three co-founders started Woola to reduce the demand for single-use plastic packaging by offering a better alternative – protective packaging made out of leftover wool.

Success Factor | Hero Moment

In 2023, Woola won the as the “Sustainability & Greentech” category of the LVMH Innovation Award. This recognition from the leading luxury group LVMH Moët Hennessy Louis Vuitton helped open doors and gave Woola credibility. As a result, wool packaging is now used by several of the LVMH Group’s brands. In total, Woola has helped replace more than 250,000m2 of plastic bubble wrap — that’s approx. 35 full-size football (soccer) fields or 200 Olympic-sized swimming pools.